FRANCIS BERRY-

 

The postmodernist movement began around the 1960s-1970s in America and then make apre

 

The postmodernist movement began in America around the 1960s – 1970s and then it spread to Europe and the rest of the world. The movement involves an uncertainty towards accepted explanations of reality, which include science, religion, even philosophy itself, and any other objective views. So, consciousness of individual relativity in the world emerges as a product of this larger idea, something that modernists (Modernism) did not explore. Postmodernists find that reality is not found in understanding it, but it is created when the mind tries to discover its own reality. Reality is then relative and only created based on what each person believes is his/her reality. All sorts of social and political conditions play into this, but postmodernism rejects generalizations that assume validity for large groups or cultures and places importance on individual interpretation.

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Deborah Sussman: Supergraphic Innovator

Deborah Evelyn Sussman was an American supergraphic designer and a prerevolutionary in the field of environmental graphic design; her most famous work was the 1984 Summer Olympics in Los Angeles.

Sussman was known for her bold and new wave work that incorporated supergraphic typography in public and architectural spaces. Her wonderful personality and creativity paved her into the legends of graphic designers.

In 1953, Sussman began working for Charles and Ray Eames, an American design team specializing in furniture and architecture. After 10 years working as the art director, she started her own practice in 1968. During those years she won a Fulbright Scholarship that allowed her to study at the Ulm School of Design in Germany.

In 1972, she met her husband Paul Prejza, an architect and urban planner. Together they started the Sussman/Prejza & Co (renamed Sussman-Prejza later on) in 1980 in Culiver City, CA.

Their projects included City identities for Santa Monica and Philadelphia.

Other Design contributions were Disney world, the Museum of the African Diaspora, Seattle Opera, Mc Caw Hall, Cleveland Cavaliers as well the architectural layout for the 1984 Summer Olympics in Los Angeles.

Sussman helped found the AIGA (The American Institute of Graphic Arts) chapter of Los Angeles with Saul Bass and others. She was later rewarded in 2004 for an AIGA Medal.

 

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Sussman died of breast cancer at the age of 83 on August 19, 2014.

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https://www.aiga.org/medalist-deborahsussman

https://www.fastcodesign.com/3034682/rip-deborah-sussman-who-made-graphic-design-larger-than-life

Just Do It- Wieden+Kennedy Agency

It’s no secret that Nike Inc. is a star player in the advertisement industry, a role model that is anchoring its place at number one.

Founded by Dan Wieden and David Kennedy (both at the time creatives at William Cain Inc.) started their own Wieden+Kennedy Agency in Portland, Oregon 1982.

The Agency has been working with Nike Inc. for over 34 years, in-house they have created many iconic ads that are still being shown today.

The two designers revolutionized the industry by being the first to run ads supporting HIV positive athletes like Ric Munoz, recognizing female sports competitors and creating a social phenomenon that is deeply embedded in our youth culture.

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The slogan was coined in 1988 at an advertising agency meeting.  Dan Wieden, the co-founder of the Wieden+Kennedy agency credits the tagline “Just Do It” to Gary Gilmore’s last words: “Let’s do it.” an American murderer that was charged with the death penalty in 1977.

Despite its dark origins, the first “Just Do It”  featured 80-year-old distance runner Walt Stack and debuted July 1, 1988.

One of the campaign’s main objectives was to include all Americans and the world regardless of their gender, age, religion, social or physical status which was a breaking ground for Nike to become a fashion statement and not just a fitness gear company. Nearly 80% of Nike products are not worn for their original intentions, especially to their female, teen and males ( aged 18-40) consumers.

The “Just Do It” campaign increased Nike’s share of the North American domestic sport-shoe business from  $877 million to $9.2 billion in worldwide sales (a jump from 18%-43%) form 1988 to 1998.

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The slogan appears in many situations alongside Nike logo, the swoosh.

 

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Resources:

http://www.adweek.com/creativity/happy-25th-birthday-nikes-just-do-it-last-great-advertising-slogan-150947/

The Psychological Power of a Marketing Slogan